4XC Bets on LATAM Growth with Daniele Benez Hire

TL;DR: 4XC has named Daniele Benez as Head of Brand Growth for Latin America, pulling in one of the region’s most experienced FX growth executives. Benez spent years building acquisition channels, IB networks, and regional brand strategies at brokers including INFINOX, Vantage, and Doo Prime. The appointment signals that mid-tier brokers are investing serious headcount — and presumably budget — to compete in LATAM retail FX.

The Appointment in Detail

4XC confirmed Daniele Benez as its new Head of Brand Growth for Latin America in May 2026. The role covers brand awareness, client reach, and commercial growth across the entire LATAM region — a remit that spans some of the most active retail FX markets outside of Europe and Asia.

Benez is not a generalist hire. Her career has been built almost entirely around Latin America, with each role focused on regional penetration, acquisition channel development, and partner network management. For 4XC, which is competing for shelf space in a crowded broker landscape, bringing in someone with pre-existing IB relationships and regional credibility is a faster path to market than building those networks from zero.

The hire also reflects a wider industry pattern: mid-tier FX and CFD brokers are professionalizing their LATAM commercial functions, moving away from remote regional reps toward dedicated in-market leaders with P&L responsibility and strategic mandates.

Benez’s Track Record in LATAM FX

Before joining 4XC, Benez served as Senior Growth Marketing and Business Development Strategist for LATAM at Doo Prime — a role that combined paid acquisition oversight with partner channel management. Prior to that, she was Growth Lead LATAM at Vantage, where she ran regional growth strategy, managed affiliate and introducing broker (IB) programs, and used data analytics to track performance across the full client lifecycle from first click to funded account.

Her longest and most visible tenure was at INFINOX, where she held two separate roles: Regional Marketing Executive LATAM and later Regional Manager LATAM. In those positions, she shaped market entry strategies for multiple LATAM countries and built out the commercial infrastructure that the broker used to scale its regional presence.

She also held a Business Development Executive role at BDSwiss with a LATAM focus, and has worked with Hantec Markets in the region. Across all these positions, the consistent thread is acquisition channel development — affiliates, IBs, direct marketing, and local partnerships working together within a data-driven performance framework. That combination of IB network management and forex lead generation experience is exactly what brokers are looking for when they want to accelerate in emerging markets.

Why LATAM Is a Meaningful Battleground Right Now

Latin America has become one of the most competitive retail FX geographies in the world. Several structural factors drive this. Currency volatility in markets like Brazil, Argentina, Colombia, and Mexico keeps retail interest in forex and CFD products consistently elevated. Smartphone penetration is high, trading app adoption is growing, and the IB and affiliate ecosystem is mature enough to support significant acquisition volume at scale.

At the same time, regulatory frameworks vary considerably across the region. Brazil’s CVM has become more assertive; other markets remain lighter-touch. That regulatory patchwork means brokers need regional experts who understand not just acquisition mechanics but also compliance nuance and how to position products appropriately for each country’s regulatory environment.

For operators running precision targeting campaigns in LATAM, the competitive pressure is real. Cost-per-lead figures have climbed as more brokers bid on the same keywords, Meta audiences, and IB relationships. The brokers winning in this environment are those who combine data-driven paid acquisition with strong local brand credibility — which is exactly what a hire like Benez is designed to accelerate.

INFINOX’s Brand Investments Provide Context

Separately, INFINOX — Benez’s former employer — has made headlines with a multi-year partnership with Tottenham Hotspur in the English Premier League. The deal includes branding visibility, digital activations, content collaborations, and fan engagement initiatives aligned with INFINOX’s strategy to reach globally active retail investors.

This follows earlier sponsorships in polo through Sportgate International and motorsport via the Porsche Cup Brazil with Acelerador Racing. The INFINOX sponsorship trajectory is worth noting because it illustrates the kind of brand investment that serious regional players are making: sports sponsorships in LATAM-relevant properties (Porsche Cup Brazil directly targets the Brazilian affluent investor demographic) layered on top of performance acquisition programs.

Brokers running only direct response without brand-layer investment are finding that CPLs rise and conversion rates stall as the market matures. The INFINOX approach — and now 4XC’s Benez appointment — reflects a shift toward treating LATAM as a full-funnel market, not just a performance arbitrage opportunity. Operators who want to compete long-term in this region need to think about performance ads management as one component of a broader strategy, not the entire strategy.

What This Means for Forex Operators

The Benez appointment is a useful signal for any FX or CFD operator with LATAM ambitions. A few concrete takeaways worth acting on:

IB and affiliate relationships are the real asset. In LATAM FX, the IB network is often the primary acquisition engine. Benez’s career has been built on cultivating these relationships at scale. Operators who have not systematically audited and scored their IB partners are leaving money on the table. A structured marketing audit that maps IB performance against CPL and first-deposit conversion data is a practical starting point.

Regional brand credibility converts. Pure direct response — running Meta or Google ads cold to a LATAM audience — produces diminishing returns as competition intensifies. Brokers with regional sponsorships, local-language content, and recognizable figures in market see lower CPLs and higher deposit rates from the same traffic volumes. If your LATAM acquisition is entirely performance-led with no brand layer, you are subsidizing your competitors’ brand halo.

Data infrastructure matters at scale. Benez’s stated approach at Vantage involved using analytics to refine performance across the client lifecycle. That means tracking beyond first deposit — looking at time-to-second deposit, trading frequency, churn signals, and IB attribution. Operators who can close the data loop between acquisition and retention will outperform those optimizing only for CPL. This is where AI agents for lead qualification are beginning to add meaningful value in LATAM markets, handling initial onboarding conversations in Portuguese and Spanish at hours that human teams cannot cover cost-effectively.

Country-level differentiation is not optional. Brazil, Mexico, Colombia, and Argentina are not one market. Regulatory requirements, preferred payment methods, language nuance, and trader demographics differ meaningfully. Brokers treating LATAM as a monolithic geo in their FX acquisition campaigns will underperform against competitors who localize by country. Benez’s track record of building country-specific commercial strategies is precisely why regional specialization commands senior headcount investment.

For brokers spending $10K per month or more on LATAM paid acquisition and not seeing consistent funded-account growth, the structural issue is almost always one of three things: weak IB infrastructure, absent brand layer, or insufficient post-lead conversion process. Fixing the acquisition funnel without addressing all three typically produces short-term volume with poor unit economics.

The Broader Pattern in FX Executive Moves

The Benez hire is one of several LATAM-focused executive appointments in the FX industry in 2025 and 2026. Brokers are treating the region as a growth priority, not an afterthought. That competitive dynamic will continue to compress margins for operators who are not investing in regional infrastructure — both human and technical.

For operators who want to understand where their LATAM acquisition spend is generating real return versus burning budget on low-intent traffic, the first step is a structured review of channel performance, IB attribution, and conversion data at the country level. The brokers who outperform in the next 18 months in LATAM will be the ones who combine experienced regional operators like Benez with rigorous performance infrastructure — not those who choose one or the other.

Originally reported by Finance Magnates, May 2026.